Turn trusted reader relationships into addressable, agent-ready audiences that buyers can confidently find, evaluate, & activate.
“As an industry, we have a responsibility to prioritize consumer privacy while delivering results that matter. [The] project with Optable and VIA Rail shows how we can innovate without cutting corners on accountability. Metrics matter, but so do our readers and the trust we build with our clients. This is the best of both worlds — great results using true deterministic data sets without compromising on what really counts.”
Kabil Rahaman, Head of Commercial Data at The Globe and Mail
case study
Optable’s identity and data collaboration services earned The Globe and Mail:
The Globe and Mail, working with VIA Rail and agency Touché!, used Optable to build exactly that: a deterministic, privacy-preserving model that matched ad-exposed Globe readers to VIA Rail ticket purchasers. This proved the campaign's direct contribution to sales without relying on probabilistic signals or compromising reader privacy.
PARTNER spotlight
OPTABLE PLATFORM
News publishers have some of the most trusted, direct relationships with their readers. Optable helps you translate that trust into addressable, agent-ready audiences that buyers and buyer agents can act on.
Authenticated subscribers are your most valuable audience: known, loyal, and highly targetable. Optable matches them to interoperable IDs and resolves anonymous visitors using third-party demographic enrichment from trusted partners.
The result is a unified reader graph that represents your full audience. That complete picture makes your inventory discoverable and worth bidding on now and in the emerging agentic buying environment.
When RFPs arrive, teams spend days manually building audience plans, and deals go to whoever responds first.
Optable's Audience Agent changes that. Upload the brief, and the agent can propose unique audience packages and draft a response for your review. Handle more briefs with the same headcount and respond faster than competitors using the full depth of your first-party data.
Brand safety concerns have made advertisers hesitant to work with news publishers. Accurate classification and curated audience creation allows publishers to better represent their readers and ensure brand safety guardrails are respected.
Optable classifies your content against IAB categories and brand safety signals so advertisers can purchase niche audiences with built-in exclusions for the precision they need to commit confidently.
Combined with privacy-preserving outcome measurement that proves campaign impact, Optable turns advertiser hesitation into a competitive advantage for news publishers.
“Our first-party data is already incredibly important to the success of our advertising offerings, and will only become more so going forward. Not only does Optable allow us to do this in the most safe and effective way, but also enables our advertisers to leverage their own first-party data sets in advertising campaigns with us.”
Geoffrey Bernard, VP of Marketing, Data and Consumer Insights at La Presse
